SINNERS (2025)

I loved Sinners, and was especially left in awe at ‘that scene’. The lethal combo of someone who loves Cinema and Blues, sitting in the BFI IMAX and having that scene wash over me, made me feel like I’d left my body. 

I wanted to make a supercut of some of my favourite artists to Ludwig Göransson’s track ‘I Lied To You/Magic What We Do (Surreal Montage)’. Hats off to Coogler and all involved, this is what cinema is about. 👏

Artists Featured

  • The Jimi Hendrix Experience - Foxey Lady (Live In Maui, 1970)

  • Freddie King - Have You Ever Loved A Woman

  • B. B. King - The Thrill Is Gone. New York 1971

  • Albert King  - Don't Burn Down the Bridge - The Midnight Special

  • Stevie Ray Vaughan & Double Trouble - Voodoo Chile - Live Austin City Limits 1989

  • Prince - Purple Rain Live at Super Bowl XLI 

  • RUN DMC - Rock Box (Official Video)

  • The Payback - James Brown - Live - Zaire 1974

  • Big Bill Broonzy - Hey Hey - Low Light and Blue Smoke - Belgium 1956

  • Eric Gales - Voodoo Child-Kashmir-Back in Black-Für Elise (Beethoven) (Live at the 2017 DIGF)

  • Jay-Z reacting to Timbaland’s beats that went on to form Dirt Off Your Shoulder

  • Howlin' Wolf - Down In The Bottom (Live)

  • Muddy Waters, The Rolling Stones - Hoochie Coochie Man (Live) 1981

  • Jerry Lee Lewis - Great Balls of Fire (Jamboree, 1957)

  • Chuck Berry & Bo Diddley Together LIVE

  • John Lee Hooker - Boom Boom from "The Blues Brothers" 1980 (with Jake & Elwood taking it all in)

  • Buddy Guy - with Eric Clapton, Richie Sambora & All Star Band - Sweet Home Chicago (NYC 1990)

  • B.B. King, James Brown, Bobby Bland - Blues medley

  • Muddy Waters & The Band - Mannish Boy - Live San Francisco '76 from The Last Waltz

  • Miles Davis - Burn at Amnesty International 1986 with Carlos Santana, Robben Ford, Bob Berg

  • Dr Dre featuring Snoop Doggy Dogg - Nuthin' But A "G" Thang 

  • RUN DMC - Rock Box (Official Video)

  • Eminem - Business - Live At Detroit 2002

  • Kendrick Lamar - Not Like Us - Super Bowl LIX Halftime Show

  • Ray Charles - Moanin’- Live in Brazil 1963

  • Buddy Guy and Eric Clapton  - Wanna Make Love To You - Ronnie Scott's (1986)

  • Chuck Berry & Keith Richards - Little Queenie - Hail! Hail! Rock 'N' Roll (1987)

  • Buddy Guy - Mary Had A Little Lamb - with Jack Bruce and Buddy Miles (1969)

  • The Jimi Hendrix Experience - Wild Thing (1967) (Monterey Pop Festival)

Try and see this film on the biggest screen you can manage, IMAX 70mm FTW

HEAT (1995)

Edit of Michael Mann’s essential crime saga, Heat (1995), accompanied by House of Pain’s - Top o’ the Morning to Ya.

adidas Ultraboost 1.0 LCFP*

Creative Director - Robert Waddilove



adidas asked us to create a follow up to the ‘Dopamine Boost’ campaign, to announce the release of a new version of the Ultraboost DNA/1.0 silhouette.

This new version was framed around a 44% reduction in the overall carbon footprint of the product, with the main production change being the removal of the plastic ‘cage’ which would usually hold the laces and the 3-stripes of the brand. Now, the laces would pass through knitted eyelets and the 3-stripes would be embroidered.

For us, the removal of hard plastics and the increase in weaved elements was the focal point to announce the shoe to an audience. 

This time we collaborated with a specialist 3D animation team at adidas, the whole environment around the product is taken over by threads, creating an embroidered, fabric landscape for the product to sit in, whilst highlighting the key features, material, and the Primeknit method of reducing those multiple parts into a single continuous woven piece.

Your Way isn't your way

This is one advertising trope that just needs to stop.

Brand after brand confidently stating that their product or service allows people to do things their way.

These are just a few examples that I’ve seen in the last 12 months. It’s curious to explore why it’s so prevalent, it also shows how brands and agencies are not looking at other work out there.

Even internally at my agency, I’ve told teams about this trope, it still sometimes rears its head, like a weed. And it will often pop up on brands we work on, from other agencies, in live work.

I think clients like it as it feels like they’re giving customers control ‘at a time when people might feel out of control’. I can see that being an easy sell.

But it’s all a fallacy. It’s not ‘your way’, it’s ‘their way’. It’s their product, their service, their porridge. I’m going to them because (I hope) they’re the expert. I don’t want to go to Apple and have the iPhone ‘my way’. I want Apple’s iPhone, their way.

There’s also a whiff of ‘showing your briefs’ where what’s gone into a brief almost transposes itself into the creative with barely any disguise/nuance/emotion.

Only one brand earned the right to strategically include these words in their marketing, and that is Burger King. They originally used it to differentiate the brand from the market leader, McDonalds, and allow customers to create their burgers ‘their way’.

Link to my original Twitter/X post

adidas x Ultraboost DNA

The Brief

Creation of an overarching Ultraboost DNA Toolkit which creates a unified campaign across four differing colourways. Including Concept dev, design & copy, CGI production & toolkit rollout

The main point of interest to be communicated to consumers is the unique new colourways featured across the packs. As such, the creative should be visually striking in a way that directly relates to each pack.

The target audience is the modern sneaker-head, conscious consumer and sport x style amplifier with tailored concepts for each of them.

PACKS: Animal Print, Black White Noise, Ice Cream, Summer Cookout

Our Response

We wanted to have a conceptual layer that could unite the disparate colourways, which would allow each visual concept to be approached similarly, whilst still embracing the diversity in the look and feel of each colourway.

As each colourway was vibrant, we were inspired by a recent trend called Dopamine Dressing, where people were dressing to make themselves feel good through bold colours and expressive combinations. A perfect accompaniment to this Ultraboost pack.

Execution

We concepted four unique approaches intending to reflect how each shoe’s colourway would make you feel. Animal Print leant into the feeling of brushing your hand over the fur of an animal, Summer Cookout reflected that feeling of laying in the grass on a warm summer day as the mottled light from the sun peeks through the trees, White Noise was heavily inspired by the look of digital sound waves and finally Ice Cream showed a Wonkaesque dive into some bouncy ice creams.

Working with animation studio, Woodwork in Amsterdam, each animation was developed from 3D scans of each shoe and allowed for a more immersive look and feel overall.

Animal Print Colourway

Summer Cookout Colourway

White Noise Colourway

Ice Cream Colourway

Each colourway mocked up in the adidas app